Leading supermarkets in the UK, including Tesco and Sainsbury’s, are to display signs warning shoppers not to waste food, under a pilot scheme spearheaded by the food waste charity Wrap. The move comes as figures reveal that £13bn ($15.8bn) of edible food was needlessly thrown away from homes in 2015 in the UK, according to the government-funded Wrap.

The scheme will see signs such as “one cup of rice feeds two people” and “bread goes off faster in the fridge” displayed in supermarket aisles, as well as on food packaging.

Further measures likely to be piloted include:

Personalized messaging to help customers identify easy and beneficial changes in their food choices and habits, for example through online shopping, loyalty card schemes, digital receipts or apps.

Common industry guidelines for storage advice (including date labeling) and product portioning for customers on key products.

Engaging staff on food waste prevention behaviours in the home, and equipping them to be able to help customers in store with practical advice.

WRAP’s CEO Marcus Gover said: “Citizens are wasting one million tons less food per year, which means over 8 million tons less food waste than when we started tackling this issue in 2007. But it is incredibly challenging to reduce food waste, and the stalling of progress shows just how difficult it is.”

“That’s why I’m calling on all businesses, organizations, campaigners and NGOs who work in this area, to unite together in in the fight against food waste. By working together we can win this battle.”

Environment minister Thérèse Coffey said: “Good progress has been made by industry to tackle food and packaging waste in the supply chain and it goes to show the achievements that can be made through working together with partners across the UK.”

“But we all have a role to play and despite a million-ton fall in domestic food waste since 2007, there is clearly more we need to do.”

“That is why we will continue to work with WRAP to support their new strategy to raise awareness, increase education and change people’s perceptions of food waste.”

Cabinet secretary for Environment and Rural Affairs, Lesley Griffiths, said: “Significant progress has been made since the figures were first reported in 2007 but as these new results show we still have a long way to go. In Wales, cutting down on the amount of food we unnecessarily dispose of is identified as a key priority in our waste strategy, Towards Zero Waste, and contributes to the goals of the Well-being of Future Generations Act.”

“It is pleasing to see that in Wales, there is evidence that household food waste levels reduced between 2009 and 2015 by 12 percent per person. We will continue to work with Local Authorities and householders to make every effort to reduce our food waste.”